Research
I started this project as a healthy energy drink company branding.
Target audience
The targeted demographic group for energy drinks is teenagers, young adults, 18 to 34 y old
Existing brand research
Pinterest visual inspo
Moodboards
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Moodboard 1 focuses on the fruit that will flavour the drinks, with some different illustration styles as potential design ideas. It also contains ideas of a quirky font for the logo of the brand. A bright and bold colour palette is displayed to capture the attention of the target audience - 18- 34 year olds.
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Moodboard 2 focuses on the movement and flow of the liquid drink inside the packaging, this also creates that sense of energy that the drink will supply the consumers with. This is again quite a bright colour palette with free, flowing fonts. There are also absract shapes included for that modern, contemporary feel to appeal to the target audience.
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Moodboard 3 focuses on the bold use of colour using a minimalistic approach to design with either a delicate serif font or a bold characteristic sans serif. A use of texture could also be explored for this design path to add a subtle hint to the natural ingredients within the drink.
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Brand name ideas
Zeal - great energy/ enthusiasm in persuit of a cause/ objective.
Zest - enthusiasm/ energy & peel of a citrus fruit.
Oomph
Pep - 'add some pep in your step'
Verve - spirit/ enthusiasm
Sup - colloquial language, meaning to drink something and to say hi. It is also a prefix which could be used in marketing e.g. support, supplement, supply.
Essence
Bear fruit - of good quality/ yields positive results. Could explore the use of a character.
Thrive
Lyte - electrolytes.
Zest - enthusiasm/ energy & peel of a citrus fruit.
Oomph
Pep - 'add some pep in your step'
Verve - spirit/ enthusiasm
Sup - colloquial language, meaning to drink something and to say hi. It is also a prefix which could be used in marketing e.g. support, supplement, supply.
Essence
Bear fruit - of good quality/ yields positive results. Could explore the use of a character.
Thrive
Lyte - electrolytes.
Change of direction
I decided that to gain a good USP for my brand I changed the drink to help people who suffer with anxiety, so an anti-energy drink if you will.
Anxiety
Anxiety is a feeling of unease, such as worry or fear, that can be mild or severe.
Everyone has feelings of anxiety at some point in their life. For example, you may feel worried and anxious about sitting an exam or having a medical test or job interview. During times like these, feeling anxious can be perfectly normal.
Anxiety is the main symptom of several conditions, including panic disorder, phobias, post-traumatic stress disorder and social anxiety disorder (social phobia).
People with GAD feel anxious most days and often struggle to remember the last time they felt relaxed. GAD can cause both psychological (mental) and physical symptoms. These vary from person to person, but can include feeling restless or worried and having trouble concentrating or sleeping.
The exact cause of GAD is not fully understood, although it's likely that a combination of several factors plays a role. Research has suggested these may include:
GAD is a common condition estimated to affect about 1 in every 25 people in the UK.
GAD can have a significant effect on your daily life, but several different treatments are available that can help ease your symptoms. These include:
With treatment, many people are able to control their levels of anxiety. However, some treatments may need to be continued for a long time and there may be periods where your symptoms worsen.
GAD can cause a change in your behaviour and the way you think and feel about things, resulting in symptoms such as:
You may also find going to work difficult and stressful and may take time off sick. These actions can make you worry even more about yourself and increase your lack of self-esteem.
GAD can also have a number of physical symptoms, including:
Experts have been researching the role that natural remedies can play in treating anxiety symptoms like tension, worry, and rapid heartbeat.
Chamomile
Research suggests that regular use of chamomile is helpful for reducing symptoms of moderate-to-severe generalized anxiety disorder (GAD). People with GAD may worry about everyday things to the degree that the worry interferes with their daily life. But participants of one study had an improvement in their GAD after taking three 500mg capsules of chamomile extract a day for several months.
Lavender
Research has pointed to an improvement in anxiety symptoms after consuming or smelling lavender.
Vitamin B12
For decades, it's been understood that there's an association between vitamin B12 levels and anxiety symptoms. Newer research further suggests that it is not uncommon for people with anxiety to have low levels of vitamin B12. And so, it is believed that supplementation of vitamin B12 may help reduce or prevent anxiety symptoms.
L-theanine
L-theanine is an amino acid found in green tea but that is also available in supplement form.
One review of already-published research concluded that taking 200-400mg of L-theanine supplements a day reduced anxiety levels in people going through stressful situations.
Magnesium
Magnesium is a mineral found in foods like whole grains, leafy greens, and milk.33 It is believed that its role in brain function may have an effect on anxiety.
One research review found initial evidence suggesting that magnesium supplementation could potentially reduce mild anxiety symptoms, generalized anxiety, and anxiety-related PMS symptoms.
Lemon balm
Lemon balm, an herb in the mint family, has long been considered to have calming properties.
https://www.health.com/condition/anxiety/natural-anxiety-remedies
Everyone has feelings of anxiety at some point in their life. For example, you may feel worried and anxious about sitting an exam or having a medical test or job interview. During times like these, feeling anxious can be perfectly normal.
Anxiety is the main symptom of several conditions, including panic disorder, phobias, post-traumatic stress disorder and social anxiety disorder (social phobia).
People with GAD feel anxious most days and often struggle to remember the last time they felt relaxed. GAD can cause both psychological (mental) and physical symptoms. These vary from person to person, but can include feeling restless or worried and having trouble concentrating or sleeping.
The exact cause of GAD is not fully understood, although it's likely that a combination of several factors plays a role. Research has suggested these may include:
- overactivity in areas of the brain involved in emotions and behaviour
- an imbalance of the brain chemicals serotonin and noradrenaline, which are involved in the control and regulation of mood
- the genes you inherit from your parents – you're estimated to be five times more likely to develop GAD if you have a close relative with the condition
- having a history of stressful or traumatic experiences, such as domestic violence, child abuse or bullying
- having a painful long-term health condition, such as arthritis
- having a history of drug or alcohol misuse
GAD is a common condition estimated to affect about 1 in every 25 people in the UK.
GAD can have a significant effect on your daily life, but several different treatments are available that can help ease your symptoms. These include:
- psychological therapy– such as cognitive behavioural therapy (CBT)
- medication – such as a type of antidepressant called selective serotonin reuptake inhibitors (SSRIs)
With treatment, many people are able to control their levels of anxiety. However, some treatments may need to be continued for a long time and there may be periods where your symptoms worsen.
GAD can cause a change in your behaviour and the way you think and feel about things, resulting in symptoms such as:
- restlessness
- a sense of dread
- feeling constantly "on edge"
- difficulty concentrating
- irritability
You may also find going to work difficult and stressful and may take time off sick. These actions can make you worry even more about yourself and increase your lack of self-esteem.
GAD can also have a number of physical symptoms, including:
- dizziness
- tiredness
- a noticeably strong, fast or irregular heartbeat (palpitations)
- muscle aches and tension
- trembling or shaking
- dry mouth
- excessive sweating
- shortness of breath
- stomach ache
- feeling sick
- headache
- pins and needles
- difficulty falling or staying asleep (insomnia)
- https://www.nhsinform.scot/illnesses-and-conditions/mental-health/anxiety#:~:text=Anxiety%20is%20a%20feeling%20of,medical%20test%20or%20job%20interview.
Experts have been researching the role that natural remedies can play in treating anxiety symptoms like tension, worry, and rapid heartbeat.
Chamomile
Research suggests that regular use of chamomile is helpful for reducing symptoms of moderate-to-severe generalized anxiety disorder (GAD). People with GAD may worry about everyday things to the degree that the worry interferes with their daily life. But participants of one study had an improvement in their GAD after taking three 500mg capsules of chamomile extract a day for several months.
Lavender
Research has pointed to an improvement in anxiety symptoms after consuming or smelling lavender.
Vitamin B12
For decades, it's been understood that there's an association between vitamin B12 levels and anxiety symptoms. Newer research further suggests that it is not uncommon for people with anxiety to have low levels of vitamin B12. And so, it is believed that supplementation of vitamin B12 may help reduce or prevent anxiety symptoms.
L-theanine
L-theanine is an amino acid found in green tea but that is also available in supplement form.
One review of already-published research concluded that taking 200-400mg of L-theanine supplements a day reduced anxiety levels in people going through stressful situations.
Magnesium
Magnesium is a mineral found in foods like whole grains, leafy greens, and milk.33 It is believed that its role in brain function may have an effect on anxiety.
One research review found initial evidence suggesting that magnesium supplementation could potentially reduce mild anxiety symptoms, generalized anxiety, and anxiety-related PMS symptoms.
Lemon balm
Lemon balm, an herb in the mint family, has long been considered to have calming properties.
https://www.health.com/condition/anxiety/natural-anxiety-remedies
Existing brands - wellness drinks
Designing
Font finding
Logo making
Concept 1
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Here, I tried to create a smiley face icon from the n in content.
This seemed too forced and just didn't work very well. |
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The idea here was to have the letters flow into each other and create an icon from the o. I originally started with the idea of a round scribble like a tangled ball of wool. I tried to make it as simple as possible for legibility and realised it looked like a woman's face and hair, so I added a pair of lips to emphasize this. I also tried to create a heart o.
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Here, I drew on my research inspiration, with fluid, distorted type and abstract patterns. I came to the conclusion that this was too cluttered and gave a sense of uneasiness, which is the opposite of what an anti-anxiety product brand needs.
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For this design, I tried to create a symbol of calmness and peace with a water drop into water. This did not work when incorporated into the name as it felt like two disconnected parts and the symbol lost its meaning when rotated.
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I tried combining a script/ handwritten font with a serif font. This felt very disruptive and didn't reflect the calming feeling that is needed for this brand.
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I Played around with the formation of the o in both a sans serif and a serif font to create a smiley face. It was tricky to create this symbol and still form the letter O.
I got to a point where I was happy with the smiley symbol as it looks calm and happy. I then realised that the white space this had created formed the shape of an upper body. I tried to make it more obviously female as women are more likely to develop anxiety than men. I also included a heart to allude to the hidden shape more with a link to how anxiety affects the heart. However, this felt too obvious and unnessessarily over-complicated the design. |
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Final logo and logo mark
Packaging design
Development
Here I needed to use the design of the cans to make the difference between the morning drinks and the evening drinks clearer. I tried to be simple and obvious with this choice and so I changed the white background to a dark blue.
Further development
It was pointed out that the logo didn't give the feeling of contentment so I tried the can design with a previous logo and a new secondary typeface, but I still didn't like this logo. I then edited my current logo with curved, softened edges to the letters and I think that this has achieved a softer, friendlier look and feel to the brand.
Final can design
Box design
Posters
Redirection
Final brand
